Guerrilla marketing on Facebook: A mixed-method study on the effects on brand image and content sharing intentions
Guerrilla marketing is an alternative way to communicate with customers, by using creative and unexpected messages and channels to stand out in the marketing communication crowd. Despite practitioners’ growing interest on the topic, the contributions in the literature are still scarce. This study ai...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
University of the Algarve - ESGHT - CIEO
2022-07-01
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| Series: | Tourism & Management Studies |
| Subjects: | |
| Online Access: | https://www.tmstudies.net/index.php/ectms/article/view/1684 |
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